Updated: Jun 23, 2021
LAUNCHING THE LATEST VALENTINO COLLECTION WITH A FULLY INTEGRATED SHOPPABLE VIDEO EXPERIENCE
Photo: Courtesy of Valentino
Over the past few months, it has never been more important to better engage with customers online and that trend is here to stay. For the latest Valentino campaign, the ambition was to deliver a video experience that not only fulfilled a growing consumer need but also enhanced the way customers can shop Valentino products online.
By using Smartzer’s interactive video technology and in close collaboration with the team at YOOX Net-a-Porter a fully customised cross-platform shoppable video experience was created for each Valentino.com international market. Each item of the new collection was integrated into the video through a live product API feed, enabling live in-video product data to be presented to each user in every market. The onsite video execution also included the Valentino.com quick buy function, which enabled each user to browse the items in the video and directly add them to their cart.
The multi-channel campaign also ran across all Valentino social platforms, including Instagram, Facebook, Twitter, Pinterest and Kakao, plus it was distributed via the Valentino APP and e-mail newsletter. By using the Smartzer GeoLocating tool, the campaign video was easily shared organically, with all users seeing the relevant language and the product information based on the country location of their browser.
Click here to view the video.
24% CTR on Campaign
50% Overall Engagement Rate
60% Average Engagement Rate on Instagram
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With many customers now treating Valentino.com as their local store, the campaign was a welcome new addition to the website. The shoppable video saw very high engagement rates thus providing an effective discovery tool for users on site. Having been amplified through Social media, the shoppable video saw further success in each of the different Valentino channels. In particular, there were incredibly high levels of engagement and click-through rates by sharing the video via the Instagram Bio, highlighting the true flexibility of the technology for each separate Valentino audience. Overall the campaign was definitely one to remember and will inspire many future campaigns to come.